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Feel the ROBINSON EFFECT: Scaling premium reach through precision programmatic DOOH.

ROBINSON

Industry

Travel & Tourism

Objective

ROBINSON partnered with Vistar Media for a programmatic digital out-of-home (pDOOH) campaign to increase brand awareness, consideration and booking intent in both Germany and Switzerland, while consolidating its position as market leader in the Premium Club Holiday segment.

Results

The campaign achieved exceptional growth in key brand metrics. In Switzerland, booking intent doubled (+100%) while consideration increased by +46%. In Germany, the strategically essential 45 to 54 year-old demographic saw an unprecedented +350% increase in booking intent. These results emphasise the power of data-driven, multi-environment pDOOH to effectively engage high-income audiences.

Key Product

Demand-Side Platform (DSP)

www.robinson.com/de/de/home/
+350%
Increase in booking intent (Germany)
+100%
Increase in booking intent (Switzerland)
+46%
Increase in Brand Consideration (Switzerland)
+17%
Increase in Brand Awareness (Germany)

Elevating ROBINSON’s presence across Germany and Switzerland through data-driven DOOH
 

The vision: bringing the "ROBINSON EFFECT" to life

When it comes to premium club holidays, the ROBINSON brand (TUI Group) is synonymous with emotional experiences, wellness and an active lifestyle. To firmly anchor the "ROBINSON EFFECT" across Germany and Switzerland in Q1 2026, the company launched a large-scale programmatic digital out-of-home (DOOH) campaign. 

ROBINSON campaign in Germany and Switzerland Partnering with Vistar Media, ROBINSON successfully boosted brand awareness and sparked extraordinary booking intent among strategically vital audiences.

The challenge: defending market leadership and precisely targeting affluent audiences

The travel industry is fiercely competitive, and ROBINSON faced the task of defending its market leadership in Germany while expanding its brand presence in Switzerland. The objective was clear: drive awareness, consideration and purchase intent across the entire marketing funnel – specifically targeting an affluent, high-income demographic within a highly competitive environment.

ROBINSON campaign in Germany and Switzerland, street placement

The response: a data-driven multi-environment strategy for maximum premium presence

ROBINSON deployed a data-driven, multi-environment strategy to reach potential holidaymakers with precision during their daily routines.

  • Strategic placement: The campaign was activated in urban centres such as Zurich, Bern, Basel and Lucerne in Switzerland, alongside German metropolises including Berlin, Munich and Hamburg.

  • Versatile environments: To ensure a consistent brand presence throughout the customer journey, DOOH screens were activated in shopping centres, railway stations, underground stations, office buildings and roadside billboards.

  • Creative impact: The campaign featured striking, high-impact visuals that brought the "More than a holiday" promise to life. By utilising emotive imagery across large-format screens, the creative strategy effectively communicated the brand's premium positioning and encouraged audiences to escape the everyday.

  • Targeted reach: By activating across premium inventory from a variety of media owners (including APG, Livesystems, Ströer and WallDecaux), the brand ensured its message reached high-income audiences at the most effective touchpoints.

ROBINSON campaign DE & CH

The results: unprecedented growth in core segments and a twofold increase in booking intent

To get a true sense of the campaign’s impact, a brand lift study was conducted via specialist researchers Toluna. The study results identified the immense impact of the DOOH activation across both Germany and Switzerland.

Germany: explosive growth in established core segments

  • +17 % awareness lift:  A remarkable result for an established market leader, leading to a total brand awareness of 64%.

  • Unprecedented segment growth: The 45-54 age group saw a staggering +350% increase in booking intent.

Switzerland: doubling booking intent with high-impact visuals

  • +13% lift in brand awareness: One in three consumers in the exposed group is now familiar with the ROBINSON brand.

  • +46% increase in consideration: The campaign effectively moved consumers into the middle of the funnel.

  • +100% lift in booking intent: Purchase intent doubled within the exposed group, showcasing the powerful resonance of the creative execution.

Key insights:

  • Demographic resonance: The campaign delivered precise results across key segments. While consumers aged 55 and over in Switzerland stood out with an awareness lift of over 33%, Germany saw unprecedented growth in the 45–54 age group, with booking intent surging by +350%. Additionally, the visual impact drove a significant response among male audiences in both markets, including a 500% boost in booking intent in Switzerland and an equally powerful upward trend in Germany.

  • Brand positioning: Association with "Premium Club Vacation" doubled in Switzerland (+100%) and remained the most powerful market differentiator for the brand in Germany.


By leveraging the intelligence of DOOH, ROBINSON not only solidified its brand identity but also funnelled a new wave of potential travellers directly toward their next booking.